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럭셔리패션브랜드의친환경 활동에대한메시지측면성이브랜드태도에미치는영향연구: 조절초점의 역할을 중심으로

Study on the Effect of Message Sidedness on Brand Attitudes of Luxury Fashion Brands Regarding Eco-Friendly Activities: The Moderating Role of Regulatory Focus

추호정|정혜원
한국의류산업학회 (The Society of Fashion and Textile Industry)|2024.06|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제26권 제3호|pp. 251-264|DOI 10.5805/SFTI.2024.26.3.251

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참고문헌

키워드

regulatory focus브랜드 태도브랜드 진정성조절초점information reliabilitybrand attitude정보 신뢰성luxury fashion brandsbrand authenticity메시지 측면성message sidedness럭셔리 패션브랜드
주제분류생활과학

초록

This study identified the structural impact relationships, mediated by information reliability and brand authen ticity, of different types of environmental messages from the perspective of luxury fashion brands, leading to formation of brand attitudes. Additionally, the study investigated how the impact of message sidedness on the formation of infor mation reliability and brand authenticity varies according to consumers’ regulatory focus tendencies. Data were collected through online surveys targeting individuals from Generation MZ, utilizing a professional research firm. A total of 300 respondents (150 for one-sided scenarios and 150 for two-sided scenarios) were selected. The collected data were val idated using SPSS and AMOS. The following results were obtained. First, message sidedness influenced information reli ability and brand authenticity, both of which demonstrated positive effects on brand attitude as mediating factors. However, message sidedness did not directly affect brand attitude. Second, consumers with both promotion and pre vention focus tendencies perceived higher information reliability in two-sided message scenarios, and the perception dif ference in information reliability based on message sidedness was more pronounced among consumers with a prevention focus. Additionally, consumers with a prevention focus did not show a significant difference in brand authenticity between one- and two-sided message scenarios, while consumers with a promotion focus demonstrated an increase in brand authenticity in two-sided message scenarios compared to one-sided ones.

Abstract

This study identified the structural impact relationships, mediated by information reliability and brand authen ticity, of different types of environmental messages from the perspective of luxury fashion brands, leading to formation of brand attitudes. Additionally, the study investigated how the impact of message sidedness on the formation of infor mation reliability and brand authenticity varies according to consumers’ regulatory focus tendencies. Data were collected through online surveys targeting individuals from Generation MZ, utilizing a professional research firm. A total of 300 respondents (150 for one-sided scenarios and 150 for two-sided scenarios) were selected. The collected data were val idated using SPSS and AMOS. The following results were obtained. First, message sidedness influenced information reli ability and brand authenticity, both of which demonstrated positive effects on brand attitude as mediating factors. However, message sidedness did not directly affect brand attitude. Second, consumers with both promotion and pre vention focus tendencies perceived higher information reliability in two-sided message scenarios, and the perception dif ference in information reliability based on message sidedness was more pronounced among consumers with a prevention focus. Additionally, consumers with a prevention focus did not show a significant difference in brand authenticity between one- and two-sided message scenarios, while consumers with a promotion focus demonstrated an increase in brand authenticity in two-sided message scenarios compared to one-sided ones.

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